See the full version in Exec Digital's February issue.
There is a reason why baggy pants and rocker tee’s became so popular in the ‘90s – men hate to shop.
So the Trunk Club eliminated that bi-annual task from men’s pressing to-do list, enlisting experienced stylists to shop for them. The only dilemma now is deciding which expertly chosen and European woven casual button-downs are going to make the cut from the personalized trunk.
Combining the best of the 21st century technology with the antiquated idea of bespoke tailoring, the Trunk Club haggles a shopper out of any man by directly supplying some of the most prestigious brands in the nation right to his doorstep. Italian, double-breasted jackets? Just ask for L.B.M. 1911. A proud SoHo original? Head toward Jeremy Argyle. A six-decade old European brand whose famous ambassador includes Sir Roger Moore? It’s all in the bag. Or trunk, rather.
From European brand name manufacturers to American classics, men are supplied a number of ensembles created specifically to meet their needs, then delivered a “trunk” directly to their front door and pegged with the task of deciding which pieces stay, and which go. All the while, each personal stylist is on-hand via email, Skype, Facebook messenger or cell to answer any questions about each piece’s fit, style and shape.
Trunk Club has harmonized men’s relationship with technology into one with clothing. Virtual shopping has become something of a trend – if you are on, it’s likely you’re getting up to ten emails daily letting you know of the latest sale, instant daily deal or vacation discount. As much as we’ve subscribed to sites like Groupon, Gilt Groupe and Ideeli in the past, the Trunk Club doesn’t quite align with the rest. “We are a personalized service, and we’re going to work it however the customer prefers,” says Andrew Bleiman, the Trunk Club’s Director of Marketing.
Not just another daily email blasting up your inbox, stylists at the Trunk Club are “great listeners,” Bleiman adds. “These women cater to different guys with different preferences, so they have to pay close attention.” Essentially, he adds, “it’s about asking the right questions.” The right answers might come in an Oakstreet boot or a signature Eden shirt –a style immersion that introduces upscale men’s casual wear to the closet.
THE PERFECT AUDIENCE
Let’s face it: men aren’t shoppers. No matter the profession, salary level or locale, men made sworn enemies with the sale rack at an early age. So it’s hardly surprising that Bleiman says finding one’s signature style is “a universal problem for guys.” We get it, but we also won’t take the excuses anymore.
The Trunk Club’s personalized access comes with every trunk, and introduces even clothing whores to new brands to enhance the look of the male sex everywhere. “It’s good for guys who are looking to ‘step it up’,” says Bleiman. Stepping it up with Trunk Club ranges high, however; average prices for a basic button-down are between $100 to $275, eliminating anyone without an indispensible income; yet the selection is distinct, and the service unmatched.
By eliminating service costs, shipping rates or return loop-holes, Trunk Club serves exactly what most men can’t stand at a shopping mall. Simply put, Bleiman says, “going into Nordstrom sucks.” Most can barely tolerate a specialty brand store like Brooks Brothers with their endless options and high fit-size variable. Trunk Club’s specialists, with their all-important listening skills, relinquish the pain of sliding through aisles of Hawaiian shirt and khaki shorts by addressing the season’s trendy, up-to-date finds in one manageable
conversation.
You don’t have to be a Fortune 500 company CEO or professional athlete to be a member (although they’ve got a few of those), you just have to be ready to move on from those slouching jeans. Come on, they never looked good anyway.
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